Contents
Introduction 2- Product Portfolio 2
- Product Lifecycle Management 5
- Benefits of Managing Product Lifecycle for the Organization. 8
- Conclusion 10
- References 12
Description
This report is based on the following requirement -
“Most organisations offer more than one product or service…..The advantage here is that the various products – the product portfolio – can be managed so that they are not all in the same phase in their life cycles. Having products evenly spread across life cycles allows for the most efficient use of both cash and human resources.”
Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson p257.
By reference to academic literature, explore the concept of the product portfolio and product lifecycle management, using appropriate industry examples to demonstrate your learning and application.
Indicate how a company could apply the concepts, making generic recommendations.
You are required to produce an essay or business report that demonstrates your understanding of key aspects of Strategic Marketing.
The report should have:
a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 6 academic journal articles should be referred to.
an effective practical foundation, which makes generic management recommendations.
